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Audi kicks off ad campaign tonight with stirring new spot

Following last week's entertaining and wildly popular Spock vs. Spock video, Audi has come back with a bevy of videos for its new advertising campaign that will begin airing tonight in primetime and on cable.
There are five ads altogether, but the longest one, a 60-second spot titled It Couldn't Be Done, is our favorite by far. Set to a reading of the poem of the same name by Edgar Albert Guest, the commercial chronicles the history of Auto Union Deutschland Ingolstadt from the days of its founder, August Horch, through its many decades of innovation, competition and creativity. Indeed, watching the commercial gave us chills similar to when we first heard the Ram brand's Farmer commercial that aired during this year's Super Bowl.
The other four commercials are shorter 15-second spots that focus on such familiar themes as the company's Quattro all-wheel-drive system, the safety of its vehicles, their style and the company's advances in LED lighting. While less impactful than the longer ad, we think they effectively sound the drum beat of Audi's preferred tag line: Truth in Engineering. Scroll down to watch all five new ads, starting with the 60-second It Couldn't Be Done.

The Audi R8 e-tron is dead with less than 100 built

According to a report from Car and Driver, the Audi R8 e-tron is dead (again!) after fewer than 100 examples of the all-electric model were built. This is an anticlimactic end to what could be termed an e-saga, with enough twists and turns to make a Hollywood scriptwriter sit up and start pecking out a screenplay. But here's the important number to keep in mind: 100. That's the production number the R8 e-tron failed to reach. The final tally is less than that, an Audi rep told Car and Driver. And what few were built were sold furtively, and only in Europe, in a strange back-channel in which dealers referred potential buyers right to Audi HQ, says the report. All of these transactions happened without the benefit of an online configurator or any published materials, we understand. That doesn't sound like a recipe for wild success – and neither did the $1,000,000+ pricetag. And this is just the latest stumbling block for the R8 e-tron, which was cancelled the first time back in 2012 when it was still based on the sinister, classic shape of the first-generation R8. If you recall, there was some confusion about the limited run of those first-generation cars, which were initially tipped to be sold to the public. In a strange move, Audi walked that back and held onto the cars for "internal purposes." So it was, until 2015, when we saw the second-generation R8 e-tron in Geneva. Audi promised it'd go on sale in 2015 "upon customer request," which was some foreshadowing to the unusual dealership referral sales model we discussed above. Nonetheless, it seemed like it would be a supremely interesting electric sportscar, with 456 horsepower, 679 pound-feet of torque, a 0-62 mph time of 3.9 seconds, and a range of up to 280 miles. Alas, except for the fewer than 100 European owners who managed to take delivery before Audi yanked the cord, the R8 e-tron's emissionless charms will go unappreciated. We're hoping to get more specific confirmation from Audi about the nature of the cancellation and the exact number produced; until then, stay tuned. Related Video:

Next Audi R8 caught on the 'Ring

Now that we're kinda-sorta-maybe-slowly thawing out from this horrible winter, automakers are moving away from the harsh extremes of winter testing and taking their new wares for laps around the infamous Nürburgring. What better way to kick off the sports car testing season than some fresh shots of the next-generation Audi R8 supercar?
Despite the slick coupe's shape not changing too much, details under that camouflage reveal styling elements that are more squared off and angular - similar to what Audi has done with its 2015 TT coupe. Don't be fooled by those square taillamp holes in the camo out back, either - look closely and you'll see a stylish LED lamp design.
Expect some 100 to 200 pounds to be shaved off the next R8's curb weight.